How Out of Home Helps Brands Reach Diverse Audiences

August 20, 2024

In today’s rapidly diversifying United States, understanding and engaging with various demographic audiences is crucial for brands' success. It’s especially important for out of home advertisers to utilize this diversity, as it has the ability to reach niche subcultures and local communities. But how much does reflecting diversity in OOH ads really matter?

Studies reveal that 56% of Hispanic, 58% of Black, and 59% of Asian-American consumers are significantly more likely to notice OOH campaigns that resonate with their cultural identity (SOURCE: OAAA). The distinct characteristics and significant differences of each demographic are essential to consider when crafting advertising strategies to ensure they resonate effectively with diverse audiences.

In DMAs like Los Angeles, New York City, and San Francisco, over half of the 7 million Asian-American population is bilingual or fluent in an Asian language. This offers an opportunity for brands to better connect with these communities and tap into their growing market potential by including multilingual elements into campaigns. The rapidly expanding Asian American community is on track to become the largest immigrant group in the U.S. and Asian-American households already have impressive purchasing power, spending at a rate 16% more than the average (SOURCE: Claritas).


In this campaign, United Healthcare used in-language creative on this Los Angeles billboard to target traffic heading into Koreatown. A board featuring its native language is more likely to grab Korean-American residents’ and visitors’ attention and make a meaningful connection.

Hispanic consumers are another dynamic force in the U.S., making up 20% of the population (SOURCE: Claritas). Their economic impact is also substantial, with buying power projected to hit $2.8 trillion by 2026 (SOURCE: Selig Center for Economic Growth). Similarly to Asian-Americans, many Hispanics are bilingual, often blending the two into "Spanglish," a testament to their rich cultural tapestry. Brands that recognize and embrace this linguistic diversity will find themselves more connected with this vibrant community.


Advertisers like the Dominguez Firm run campaigns where the primary verbiage is in Spanish, as the ability to communicate with an attorney is critically important. This billboard is in Montebello, California, where approximately 77% of the population is Hispanic (SOURCE: Data USA).


For brands and marketers, authentically engaging with Black Americans is also crucial. A recent study found that 73% of Black Gen Z women view respectful and accurate cultural representation as essential (SOURCE: Mintel). This underscores the need for brands to celebrate diversity and ensure their messaging resonates deeply with this dynamic audience projected to surpass 42.5 million by 2025 (SOURCE: Claritas), especially in key DMAs like Atlanta and Washington D.C. Spotify and skincare brand Topicals make a point to feature Black American models.

Since each community has its own set of values, it's crucial to understand your audience beyond the surface by delving into cultural nuances. Tools like our SmartSCOUT™ proprietary data platform can help brands engage with these audiences more effectively, offering insights into what each neighborhood prioritizes and values. It’s important to remember that inclusive strategies are only effective if this support is consistent and not limited to times such as Black History Month, Asian American and Pacific Islander Heritage Month in May, or National Hispanic Heritage Month from September 15 to October 15.

As Asian-Americans, we have witnessed first-hand the way that thoughtfully targeted advertising can resonate, whether via the language used or the people in the ad. Authentic representation is key to achieving meaningful engagement. 

By tailoring messages to reflect the cultural identities of their target demographics, advertisers can foster deeper connections and drive greater engagement. Embracing these strategies ensures that brands not only stay relevant but also thrive in an increasingly diverse marketplace.

Contact us to learn how we can deliver exactly the audience that matters to your brand most.

Authors: Ellen Lee and Jessie Berejikian, Marketing Interns @ OUTFRONT

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